The notion of internal market orientation and employee job satisfaction: some preliminary evidence

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Abstract

The purpose of this paper is to examine the impact of Internal Market Orientation (IMO) on the application of internal marketing practices and employee job satisfaction. Data were secured through personal interviews with hotel managers and employees from 20 different five-star hotels. Hierarchical regression analysis is used to examine the hypotheses put forward in the study. Job satisfaction is positively related with the practice of internal marketing. However, IMO is also a significant variable in explaining employee job-satisfaction while moderating the relationship between internal marketing and job satisfaction. Drawing the analogy from the market-orientation research stream, this study reveals the importance of developing an internal-market orientation before internal marketing practices can be truly effective. Service providers seeking differentiation through customer service and delight have to pay attention to their employees' needs and develop an internal-market orientation to complement their customer-orientation. The paper is important for both scholars and practitioners. It introduces the notion of IMO and its impact on employee job-satisfaction.
LanguageEnglish
Pages68-90
Number of pages23
JournalJournal of Services Marketing
Volume22
Issue number1
DOIs
Publication statusPublished - 2008

Fingerprint

Job satisfaction
Internal market orientation
Employees
Internal marketing
Marketing practices
Customer orientation
Customer delight
Regression analysis
Hotels
Customer service
Market orientation
Hotel employees
Hotel managers
Hierarchical regression
Service provider

Keywords

  • internal market orientation
  • job satisfaction
  • marketing

Cite this

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abstract = "The purpose of this paper is to examine the impact of Internal Market Orientation (IMO) on the application of internal marketing practices and employee job satisfaction. Data were secured through personal interviews with hotel managers and employees from 20 different five-star hotels. Hierarchical regression analysis is used to examine the hypotheses put forward in the study. Job satisfaction is positively related with the practice of internal marketing. However, IMO is also a significant variable in explaining employee job-satisfaction while moderating the relationship between internal marketing and job satisfaction. Drawing the analogy from the market-orientation research stream, this study reveals the importance of developing an internal-market orientation before internal marketing practices can be truly effective. Service providers seeking differentiation through customer service and delight have to pay attention to their employees' needs and develop an internal-market orientation to complement their customer-orientation. The paper is important for both scholars and practitioners. It introduces the notion of IMO and its impact on employee job-satisfaction.",
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AB - The purpose of this paper is to examine the impact of Internal Market Orientation (IMO) on the application of internal marketing practices and employee job satisfaction. Data were secured through personal interviews with hotel managers and employees from 20 different five-star hotels. Hierarchical regression analysis is used to examine the hypotheses put forward in the study. Job satisfaction is positively related with the practice of internal marketing. However, IMO is also a significant variable in explaining employee job-satisfaction while moderating the relationship between internal marketing and job satisfaction. Drawing the analogy from the market-orientation research stream, this study reveals the importance of developing an internal-market orientation before internal marketing practices can be truly effective. Service providers seeking differentiation through customer service and delight have to pay attention to their employees' needs and develop an internal-market orientation to complement their customer-orientation. The paper is important for both scholars and practitioners. It introduces the notion of IMO and its impact on employee job-satisfaction.

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